OFFICIAL GRAPHIC STANDARDS manual Graphic Profile.pdfThe DUX Graphic Standards Manual is a document that unifies all brands affiliated with DUX. While all DUX brand extensions have

O F F I C I A L G R A P H I C

S TA N D A R D S m a n u a l

Brand introduction WhyaGraphicStandardsManual? 5

AdheringtoGraphicStandards 6

TrademarkInformation 7

BrandAttributes 9

BrandExtensions 10

duX Logo Brand SpecificationS Logo 12

LogotypeProportions 13

ApprovedColorVariations 14

UnauthorizedColorVariations 15

AnniversaryLogos 16

StationaryandCorrespondenceMaterials 17

duXiana Logo Brand SpecificationS BrandAttributes 20

Logo 21

LogotypeProportions 22


UnauthorizedColorVariations 25


table of contents

the duX Bed Logo Brand SpecificationS TheDUXBedLogo 29

duXiana, duX & hotel duXiana Brand typography and copy uSage CopyUsage 31

Typeface 33

coLor paLette ColorPalette 35

graphic materiaLS ProfileMaterial 38

MarketingMaterial 43

hotel duXiana Brand SpecificationS BrandAttributes 46

Logo 47



table of contents

a a brand introduction

6

The DUX brand and products represent superior quality and comfort. As a world class luxury brand, our criteria for form and function are high. This is how DUX differentiates itself in the market and how we strive to be identified.

The DUX Graphic Standards Manual is a document that unifies all brands affiliated with DUX. While all DUX brand extensions have their own identity in products as well as graphic representation, the sense of the DUX brand attributes is a common thread throughout.

The DUX Graphic Standards Manual has been created to strengthen and protect our brand identity and integrity. We are dedicated to guarding and protecting the DUX trademarks and the brand promise we deliver.

CharlotteLjung Creative Director

DUX Headquarters

Why a Graphic standards manual?

7

Adherencetotheguidelinesinthisgraphicstandardsmanualisessentialinmaintainingaconsistentbrandimage.

The DUX Graphic Standards Manual details the core elements of the DUX graphic identity system and provides guidelines for the correct use of all aspects of the DUX logo and its brand extensions.

All material (printed, digital, audio, video, etc.) that use the DUX logo or any of its brand extensions must be approved by DUX headquarters. Any brand deviations will not be accepted.

If you have any questions concerning the implementation of these graphic standards, or if the need for a new application arises, please contact DUX headquarters. Your cooperation is required and appreciated. Your feedback will enable us to adapt our guidelines to changing conditions, different market aspects, and to continue creating uniform graphic solutions and standards.

Please note that the DUX trademark is not to be used within a global DUXIANA context apart from what is dictated by DUX Headquarters. This is to be used on a case by case basis, as per DUX Headquarters approval.

Pleaseaddressanyquestionsto:Your Local Area Manager

adhering to Graphic standards

8

Trademarksareimportantandvaluablebusinessassetsandshouldbetreatedwithcare.DUXreliesonourbrands’trademarkstoidentifyourproductsandtodistinguishourselvesfromourcompetitors.

TrademarkBasics:Trademarks, also known as brands or brand names, identify (i) the source of a product and (ii) distinguish that product from those coming from other sources. A trademark can be a word, logo, slogan, package, design or other source indicator, or a combination of these.

WhatisthedifferencebetweenaTrademarkandServiceMark:A manufacturer or merchant would use a trademark to identify products and a service mark to identify services.

ProperUseofaTrademarkorServiceMark:Trademarks and service marks are important and valuable business assets and should be treated with care. Trademarks and service marks can be lost if they are used improperly. When this happens the owner no longer has the right to the exclusive use of the mark. Proper trademark or service mark usage involves following five guidelines to make it clear to the public that these words or phrases being used are not generic and are not available for others to use as a trademark or service mark:

1. Combine Trademark with Generic Product Name: Always remember to use a trademark or service mark as an adjective describing a generic product or service.

For example, use DUX mattresses or DUXIANA sheets

2. Provide Public Notice: Provide public notice by placing an ”®” at the top or bottom right corner of a federally registered trademark. If the mark is not registered or registered for different goods or services, then place ”TM” at the top or bottom right corner of the mark.

For example, use ”DUX®” or ”The bed your back has been aching for™”

trademark information

9

3. Avoid Variations: Do not vary the trademark or service mark by using it as the basis for another word, abbreviation or coined term. Don’t change the spelling, or insert or delete hyphens or make one word into two or two words into one. If you are using a slogan don’t vary the wording of the slogan.

For example, do not use DUXAXION as DUX AXION. CopyrightBasicsA copyright protects the original way an idea is expressed, not the idea itself. Advertising or promotional materials as well as websites may be entitled to copyright protection. There is only one form of copyright notice which can be used to prevent unauthorized copying. If copyright notice is used the correct form to protect a copyrighted work such as a brochure, advertisement or website is:

1. © or ”Copyright” or ”Copr.”2. Year of first publication3. Name of the owner of the copyright

Example: ”© 2010 DUX Design AB”

trademark information cont.

10

Since1926,theDUXbrandhasrepresentedcorevaluesoftimelessquality,luxuriouscomfort,andtechnologicalinnovation.

The consistency of the DUX brand throughout time is unique, and builds a credibility that reinforces the brand values. A sophisticated sense of pride and modesty underlines the exclusivity, design, and tradition of the DUX brand. All graphic representations of DUX must reflect this luxury caché.

brand attributes

11

DUX translates into “leader” in Latin. DUX is the product name of our

beds and furniture.

DUXIANA is our retail concept

where the DUX Bed is presented,

displayed and experienced.

Hotel DUXIANA is our Hotel concept profiled with DUX beds and furniture.

Lagans is a DUX sub-brand of quality beds which implements our expertise of bed

construction and technology at a different price level. Style and attitude are additional core values of this modern designed bed.

The DUX-manufactured Pascal® Spring System provides comfort and flexibility

for a variety of applications and industries, including bedding.

ThefollowingisaninventoryofallDUXbrandextensions.

brand extensions

duX loGobrand

specification

13

DUXtranslatesinto”leader”inLatin.ThemainmarkoftheDUXbrandisabold,authoritative,andsophisticatedrepresentation.DUXistheproductnameofourbedsandfurniture.

The DUX logo:

The trademark symbol should at all times accompany the DUX logo.

logo

14

Theareaofisolationaroundthelogoprotectsthebrands’integritybykeepingacleardistancefromotherelementsthatsurroundit.

Make sure that the DUX logo is surrounded by enough ”air and space” and avoid graphic distractions in the close proximity of the logo. The height (”x”) should correspond with the length (”x multiplied by two”) as indicated below.

The relationship is 1:2.

X x 1

X x 2

logotype proportions

15

ThecurrentestablishedconceptandestheticsoftheDUXbrandhasabaseinblack/greycolors,withelementsofsilver/brushed-steelfinishes.

Approved color variations to the DUX logo:

approved color Variations

Logotype GREY 60% black


Logotype BLACK

Logotype GREY PMS 877(Silver)


Logotype WHITE on grey (60%) backgroundLogotype WHITE on black background

16

XX

XX

unauthorized color Variations

AnyvariationsbeyondtheapprovedcoloralterationsmustbeverifiedbyDUXheadquarters.

Examples of unauthorized color variations to the DUX logo:

17

anniversary logos

Forhistoricalreference,thefollowingdisplaysanniversarylogos.AnniversarylogosarecreatedbyDUXHeadquartersonly.Nodeviationsorotherversionswillbeapproved.

18

stationary and correspondence materials

ThefollowingdetailsDUXstationaryandcorrespondencematerialsincludingdesign,dimensions,paperweightandcolorspecifications.Deviationsmayapplyfrommarkettomarket.TheyallhavetobeapprovedbyDUXHeadquarters.

DUXLetterheadDimensions: A4Print color: PMS Cool Gray 8Text color: 100% blackPaper: Uncoated white, 90 gsm

DUXLetterheadfollowingPageOnly logo and address remain

DUX INDUSTRIER AB BOX 1002 SE 231 25 TRELLEBORG SWEDEN PHONE +46 410 587 00 FAX +46 410 176 15 REG NR 556061 8059 ID NO SE556061805901

DUX INDUSTRIER AB

Tre lebo g March 6 2010

Dear DUXIANA friends

We strive to strengthen the DUXIANA brand and apart from the bed and its immediate addons

or accessories the outside vendors represented in DUXIANA stores are carefully nd

strategically selected to correspond with the overall philosophy of DUX and DUXIANA

n an eort to continuously advance the DUXIANA concept and always oer an exclus ve and

attractive selection in our stores we regular y rev ew our range of external bed linen brands

and other bedding accessories

DUXIANA uses approved vendors exclusively

For bed linens and other bedding accessories DUXIANA works exclus vely with vendors that

have been approved by DUX headquarters in Trelleborg No other outside vendors are al owed

o display or sell products in DUXIANA stores

Since late 2009 we have been reviewing all outside vendors in all markets and will proceed

with this structuring process in the months ahead This eort is amed at providing DUX with

better control thus ensuring that these products harmonize with DUXIANA as a brand but

naturally also to enable the monitoring of factors such as quality adm nistration and logistics

Best regards

DUX NDUSTRIER AB

Charlotte Ljung

Creative Director

25 2532

50

Myriad Pro 11pt

Extra line space after last paragraph (soft return)

ITC Century Std Book 16pt All capital letters

20

12

60

Myriad Pro 11pt1.5 line spacing10pt space after paragraph

ITC Century Std Book 8ptAll capital letters

Myriad Pro Bold 11pt1.5 line spacing0pt space after paragraph

DUX INDUSTRIER AB BOX 10 2 SE 231 25 TRE LEBORG SWEDEN PHONE +46 410 587 00 FAX +46 410 1 6 15 REG NR 556061 8059 ID NO SE5560 1805901

19

DUXCorrespondenceCardDimensions: 160 x 110 mmPrint color: PMS Cool Gray 8Paper: Uncoated white, 270 gsm

DUXBusinessCardDimensions: 90 x 50 mmPrint color: PMS Cool Gray 8Paper: Uncoated white, 270 gsm

DUXEnvelopesC4 Dimensions: 324 x 229 mmPaper: Uncoated white, 100 gsm, preferably with interior light grey tint

C5 Dimensions: 229 x 162 mmPaper: Uncoated white, 90 gsm, preferably with interior light grey tint

Print color: PMS Cool Gray 8

CHARLOTTE LJUNGCreative Director

DUX INDUSTRIER ABBox 1002 SE 231 25 Trelleborg Sweden Phone:+46 (0)410 587 12 Fax:+46 (0)410 176 15 Mobile:+46 (0)702 62 14 33 charlotte ljung@dux se www dux com

4

10.5 6

7 6.530

ITC Century Std Book 14 pttracking 50

ITC Century Std Book 8/11 pttracking 30

ITC Century Std Book 9 pttracking 30

ITC Century Std Book 9/11 pttracking 30

CHARLOTTE LJUNGCreative Director

DUX INDUSTRIER ABBox 1002 SE 231 25 Trelleborg Sweden Phone:+46 (0)410 587 12 Fax:+46 (0)410 176 15 Mobile:+46 (0)702 62 14 33 charlotte ljung@dux se www dux com

3

5 4

3.5 3.516.5

ITC Century Std Book 10/12 pt, tracking 50




stationary and correspondence materials cont.

DUXANA radrdagaan 8 231 61 Trlebog Sweden Phne +6 0)10 458 80 Fx +46 ()410 58 82

10

13

9

148 288

25 102

DUXIANA Sranrdargatn 8 231 61 Trlebog Swedn Phoe +46 0)41 0 48 0 Fax +6 0)10 458 82

ITC Century Std Book 9pt


duXiana loGobrand

specifi ation

duXiana loGobrand

specification

21

DUXIANAisourretailconceptwhereTheDUXBedispresented,displayed,andexperienced.Itiswhatwecall,”TheHomeoftheDUXBed.”

Since its establishment in 1987, when the first DUXIANA store opened, the DUXIANA brand has co-existed with the DUX brand, representing integrity and class. Visitors to any of the DUXIANA stores worldwide are welcomed into an inspiring, exclusive, and professional retail environment. The product line is presented through an established and consistent marketing concept based on the DUX core values: timeless quality, luxurious comfort, and technological innovation.

brand attributes

22

Theword”DUXIANA”isaDUXinvention.TheDUXIANAbrandisequallyboldandauthoritative,extendingtheintegrityoftheDUXbrand.

The DUXIANA logo:

The trademark mark should at all times accompany the DUXIANA logo.

The ”descriptive” underlining the DUXIANA logo (”Advanced Technology in Sleeping”) exists in order to disclose the purpose of the DUXIANA concept. In new markets, it is vital to use this descriptive to explain the brand. In more established markets, it is not always necessary. The application of the descriptive is determined by DUX headquarters on a case-by-case basis.

logo

23


Make sure that the DUXIANA logo is surrounded by enough ”air and space” and avoid graphic distractions in the close perimeter of the logo. The height (”x”) should correspond with the length (”x multiplied by four”) as indicated below.



X x 1

X x 6

24

ThecurrentestablishedconceptandestheticsoftheDUXIANAbrandhasabaseinblack/greycolors,withelementsofsilver/brushed-steelfinishes.

Approved color variations to the DUXIANA logo:


Logotype GREY 877 C (Silver)Logotype BLACK

Logotype WHITE on black background

25

Approved color variations to the DUXIANA logo with the descriptive ”Advanced Technology in Sleeping”:

approved color Variations cont.

Logotype GREY 877 C (Silver)Logotype BLACK

Logotype WHITE on BLACK background

26

unauthorized color Variations

AnyalterationsbeyondtheapprovedcoloralterationsmustbeverifiedbyDUXheadquarters.

Examples of unauthorized color variations to the DUXIANA logo:

XX X

27

stationary and correspondence materials

ThefollowingdetailsDUXIANAstationaryandcorrespondencematerialsincludingdesign,dimensions,paperweightandcolorspecifications.Deviationsmayapplyfrommarkettomarket.Theyallhavetobeapproved.

DUXIANALetterheadDimensions: A4Print color: PMS 425Text color: 100% blackPaper: Uncoated white, 90gsm

DUXIANALetterheadfollowingpageLogo is reduced in size

DUXIANA

Strandr daregatan 8 231 61 Trelleborg Sweden Phone +46 410 458 80 Fax +46 410 458 82

Reg nr 556524-6492 Id nr SE556524-6492 home tre lebo g@duxiana se www duxiana com

57

Trelleborg March 6 2010


We strive to strengthen the DUXIANA brand and apart from the bed and its immediate addons

or accessories the outside vendors represented in DUXIANA stores are carefully nd

strategically selected to correspond with the overall philosophy of DUX and DUXIANA

n an eort to continuously advance the DUXIANA concept and always oer an exclus ve and

attractive selection in our stores we regular y rev ew our range of external bed linen brands

and other bedding accessories

DUXIANA uses approved vendors exclusively

For bed linens and other bedd ng accessories DUXIANA works exclus vely with vendors that

have been approved by DUX headquarters in Trelleborg No other outside vendors are a lowed

o display or sell products n DUXIANA stores

Since late 2009 we have been reviewing all outside vendors in all markets and will proceed

with this structuring process in the months ahead This eort is amed at providing DUX with

better control thus ensuring that these products harmonize with DUXIANA as a brand but

naturally also to enable the monitoring of factors such as quality adm nistration and logistics

Best regards

DUX NDUSTRIER AB

Charlotte Ljung

Creative Director

25 86x

30

50

Myriad Pro 11pt


20

12

60


ITC Century Std Book 9pt1.2 line spacing

Licensee company name, address and contact particulars


x

x x

DUXIANA

Strandridaregatan 8 231 61 Trelleborg Sweden Phone +46 410 458 80 Fax +46 410 458 82

Reg nr 556524 6492 Id nr SE556524 6492 home trelleborg@duxiana se www duxiana com

28

DUXIANACorrespondenceCardDimensions: 160 x 110 mmPrint color: PMS 425Paper: Uncoated white, 270 gsm

DUXIANABusinessCardDimensions: 90 x 50 mmPrint color: PMS 425Paper: Uncoated white, 270 gsm

DUXIANAEnvelopesC4 Dimensions: 324 x 229 mmPaper: Uncoated white, 100 gsm, preferably with interior light grey tint


Print color: PMS 425

BRITT CARTBERG

Kalendegatan 28 211 35 Malmö Tel: 040 23 20 53 / 23 20 55 Fax: 040 23 20 57home malmo@duxiana se www duxiana se

6

15

47.5 47.565

ITC Century Std Book 13 pttracking 50, 4mm space after

ITC Century Std Book 7.5/10 pttracking 30

DUXIANA INTERNATIONALBox 1002 SE 231 25 Trelleborg, Sweden Phone:+46(0)410 587 41

Fax:+46(0)410 176 15 Mobil:+46(0)730 64 55 55 henrik ljung@dux se

www duxiana com

HENRIK LJUNGPresident

2

7

24

50

ITC Century Std Book 10 pt, tracking 50


ITC Century Std Book 8 pt, tracking 50ITC Century Std Book 6/9 pt tracking 30

Myriad Pro Light 9pt

DUXANA Srndidreatn 8 231 61 reebog Sween Phne 46 (040 58 80 ax +46 ()10 458 82

16

13

9

126 72

Myriad Pro Light 9pt

11

47 91

DUXANA Sradrdaegtan 8 31 61 Telbog Swedn Phone 46 041 0 458 80 Fax +46 0)10 458 82

80% bla k

stationary and correspondence materials cont.

theduX ®, the bed for life™

loGo brandspecifications

30

duX ®, the bed for life™

isusedinouradvertisingconceptwhereTheDUXBedispresentedanddisplayed.

brand attributes

31

The duX ®, the bed for life™

logoisusedinouradvertising.

The duX ®, the bed for life™

logo:

The trademark symbol should at all times accompany the duX ®, the bed for life™

logo.

the duX ®, the bed for life™

logo

32


Make sure that the duX ®, the bed for life™ logo is surrounded by enough ”air and space” and avoid graphic distractions in the close perimeter of the logo. The height (”x”) should correspond with the length (”x multiplied by four”) as indicated below.



X x 2

X x 6

the duX bedloGo brand

specifications

34

TheDUXBedlogoisusedexclusivelyinthecontextoftheDUXIANAlogo.

The DUX Bed logo, centered:

The DUX Bed logo, justified:

The DUX Bed logo, centered (German):

The DUX Bed logo, justified (German):

the duX bed logo

duXiana, duX &hotel duXiana

typoGraphy andcopy usaGe

36

Tomaintainconsistencyandintegrity,allDUXbrandsneedtobeproperlyportrayed,notonlygraphically,butinthewrittenformaswell.

The DUX brand and its brand extensions must be used in accordance with the following copy guidelines:

• The logo and the use of DUX in written text format should always be written in capital letters.

Correct: Incorrect: DUX Dux, DuX, dux

• The logo and the use of DUXIANA in written text format should always be written in capital letters.

Correct: Incorrect: DUXIANA Duxiana, duxiana

• When a city or location is used in conjunction with DUXIANA, there is no comma separating DUXIANA and the city.

Correct: Incorrect: DUXIANA Chicago DUXIANA, Chicago

copy usage

37

The DUX Bed logo and the use of The DUX Bed in written text format should always be written with the first letter of ”The” and ”Bed” capitalized and ”DUX” in all capital letters.

• The logo and the use of The DUX Bed in written text format should always be written with the first letter of ”The” and ”Bed” capitalized and ”DUX” in all capital letters.

Correct: Incorrect: The DUX Bed the DUX Bed, the Dux bed, the dux bed

• The Hotel DUXIANA logo and the use of Hotel DUXIANA in written text format should always be written with the first letter of ”Hotel” capitalized and ”DUXIANA” in all capital letters. Correct: Incorrect: Hotel DUXIANA hotel DUXIANA, Hotel Duxiana

copy usage cont.

38

Tomaintainconsistencyandintegrity,allDUXbrandsneedtobeproperlyportrayed,notonlygraphically,butinthewrittenformaswell.

ITCCenturyStandardIn advertising or any printed materials, ITC Century Standard typeface is used for headlines. Wherever appropriate, variations of typeface such as light, bold, and italics, may be employed.

MyriadProIn advertising or any printed materials, Myriad Pro typeface is used for the main text. Wherever appropriate, variations of typeface such as light, bold, and italics, may be employed.

DUXontheweb

ArialAll internet-based materials should use Arial typeface. Wherever appropriate, variations of typeface such as light, bold, and italics, may be employed.

ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖabcdefghijk lmnopqrstuvwxyzåäö123456789+#%&, .

ABCDEFGHIJKLMNOPQRSTUVWXYZÅÄÖabcdefghijk lmnopqrstuvwxyzåäö123456789+#%&, .

typeface

abcdefGhiJklmnopQrstuVWXyZÅÄÖ

abcdefghijklmnopqrstuvwxyzåäö

123456789+#%&,.

colorpalette

40

TheuseofcolorisasubtletoolforcommunicatingtheDUXimage.Thecolorpaletteisdesignedtoconveythebrandattributes.

The official colors for the DUX brands are:

BLACK100% K

GREY PMS 877 C (silver)CMYK 00 00 00 40

DARK GREY CMYK 00 00 00 80

color palette

41

ColorspecificationsthatDUXusesintheDUXimageandDUXcarebrochures.

Background colors:

Text boxes:

Please note following:1. CMYK colors are print for printers.2. RGB colors are for computer screen.3. Index colors are web colors.

color palette cont.

BLACKCMYK: 75, 68, 67, 90

RGB: 0, 0, 0Index: #000000

BLACKONESCMYK: 75, 68, 67, 90

RGB: 0, 0, 0Index: #000000Opacity: 80%

DARKGREYCMYK: 73,67, 66, 83

RGB: 25, 25, 25Index: #191919

WHITEONESCMYK: 0, 0, 0, 0

RGB: 255, 255, 255Index: #FFFFFFOpacity: 25%

42

Background color:

color palette temporary

BROWNCMYK: 0, 20, 40, 65RGB: 122, 104, 82

Graphicmaterial

44

All graphic material engaging the DUX brand should adhere to the guidelines presented in this graphic standards manual. These images reflect the DUX brand attributes and provide a sense of how the DUX brand is applied to various mediums.

ThefollowingimagesareacollectionofgraphicmaterialwiththeDUXbrand.

profile material

DUX Website

DUX Folder

DUX Pillow Case for DUXIANA Test Beds

45

profile material cont.

DUX PlaquePlaced on a DUX Bed

DUX Branded Trailer

Memory Stick

46


All graphic material engaging the DUXIANA brand should adhere to the guidelines presented in this graphic standards manual. These images reflect the DUXIANA brand attributes and provide a sense of how the DUXIANA brand is applied to various mediums.

ThefollowingimagesareacollectionofgraphicmaterialwiththeDUXIANAbrand.ForfurtherinformationpleasecontactDUXheadquarters.

Frosted Film

Signage

AwningDUXIANA Stores

47


by

Olivia

by

Laura

Bag for down utilities Down tagsTags for pillow and blanket

Fabric bookFabric sample

Fabric sample, fabric with a specific brand.

48

WTH

RV

TO

N

OR

HA

G

AL COMFORT ZONES nique That is why many

idualized comfort zones to select the perfect

lders lower back and legs

e of a power outage

EXTRA XUPPORTThe DUX beds comes w th our Xupport Top Pad This 45mm thick eplaceable cotton covered latex top pad adds extra softness and cushioning

AR SUPPORT he DUX 8888 provides

ort on each side of the

DIMENSIONS & SPEC FICAT ONSBed Model Siz s Tot Nr of Sp ings per Model

DUX 1 01 90 x 20 /210 cm105 x 2 0/210 cm120 x 2 0/210 cm140 x 2 0/210 cm160 x 2 0/210 cm180 x 2 0/210 cm210 x 2 0/210 cm

1008 10561176 12321392 14581608 16841812 18982064 21622496 2614

DUX AX ON 90 x 20 /210 cm105 x 2 0/210 cm120 x 2 0/210 cm

558/ 94682/ 26806/ 52

DUX 12 12+ 90 x 20 /210 cm105 x 2 0/210 cm120 x 2 0/210 cm140 x 2 0/210 cm160 x 2 0/210 cm180 x 2 0/210 cm

2044 21742450 26062734 29083172 33743736 39744088 4348

DUX 8 88 90 x 20 /210 cm105 x 2 0/210 cm120 x 2 0/210 cm140 x 2 0/210 cm160 x 2 0/210 cm180 x 2 0/210 cm

1956 20042268 23242664 27283444 35263912 40084536 4648

Beds

DUX 1001

DUX 12 12+

DUX AX ON

DUX 8888

DUX 8888

DUX 12 12+

DUX AX

ON

DUX 101

Swedi h Steel Sp ings

Xupport Top Pad

Finger ip Con rol

Pascal Personal Com ort Zones

Adju table Lumbar Suppo t

• • • •

• • • •

•• •

•

To lea n more about The DUX Bed

please contact your local DUX Bed reseller or vis t us at

DUX SE

Ac essor es

G

n helf


Map

Digital brochure

Tri-fold brochures

Beds

Accessories

Down

Shop Guide Bag tag

a GOOD

NIGhT’S SLEEpChapTEr 1

49


LabelsRibbon

Receipt holder

Gift wrap Tissue paper

50

marketing material

DUXIANAmarketingmaterialmustexemplifytheDUXbrandreflectinghistory,heritage,comfort,innovation,healthandluxury.

All DUXIANA marketing material is uniquely tailored for each market and audience. Marketing outlets include magazines, newspapers, billboards, direct mail, web ads, e-mail correspondence, etc. Additional communication channels may apply depending on each specific market.

The following graphics demonstrate permanent and activity based marketing material of DUXIANA marketing.

All DUXIANA marketing material must be approved by DUX headquarters.

51

marketing material cont.

Banners for Web

Taxi Cab Receipts London

Taxi Cabs London

Image Ad Health Ad

DUX 8888Take about two miles of supreme quality Swedish steel

use it to create nearly 5 000 body supporting springs and you have the

revolutionary DUX 8888 Bed To those with back pain for all who crave

comfort relaxation and worldclass sleep your wait is over

Exclusively At DUXIANA Stores w w w.duxiana.com

Shop 1 409 411 New South Head Road Double Bay N S W 2028 Ph 02 9363 3267 duxianad@bigpond net au

Shop 2 19A Young Street (off Military Rd) Neutral Bay N S W 2089 Ph 02 9904 2155 duxiana@bigpond com Uptown Manhattan 235 East 58th Street 212 755 2600Downtown Manhattan 921 Broadway 212 777 0771

DUXIANA.COM

Back pain can interfere with your sleep and with your qual ty of life The DUX Bed has thousands of springs that contour to your body to help keep your spine gently

supported in a natural position Back pain eases away as your body stays in

perfect alignment Say good bye to back discomfort and hello to DUX!

The DUX Bed helps the spine rest in a natural position

The DUX® Bed,The Bed Your Back

Has Been Aching For©

hotel duXianabrand

specifications

53

TheHotelDUXIANAconceptofferstheDUXsleepexperienceatitshighestlevel.

As experts in comfort, it was only natural that DUX would seek to extend the DUX quality into a Hotel DUXIANA concept. Designed for the discerning business traveler who wants to have a little bit of home abroad, Hotel DUXIANA offers an oasis of comfort and sanity.

brand attributes

54

TheHotelDUXIANAlogoisadirectextensionoftheDUXIANAbrand.


The Hotel DUXIANA logo:

The trademark mark should at all times accompany the Hotel DUXIANA logo:

logo

X x 1

X x 3

55

ThecurrentestablishedconceptandestheticsoftheDUXbrandhasabaseinblack/greycolors,withelementsofsilver/brushed-steelfinishes.

Approved color variations to the Hotel DUXIANA logo:


Logotype BLACK Logotype WHITE on black background

56

stationary and correspondence material

ThefollowingdetailsHotelDUXIANAstationaryandcorrespondencematerialsincludingdesign,dimensions,paperweightandcolorspecifications.

HotelDUXIANALetterheadDimensions: A4Print color: PMS 425Text color: 100% blackPaper: Uncoated white, 90 gsm

HotelDUXIANALetterheadfollowingpageLogo is reduced in size and abbreviated address used

50

HOTEL DUX ANA

Mäs er Johansgatan 1 211 21 Malmö Sweden Phone +46 40 607 70 00

Fax +46 40 607 70 11 nfo@malmo hote duxiana com www malmo hote duxiana com

HOTEL DUXIANA

Mäster Johansgatan 1 211 21 Malmö Sweden Phone +46 40 607 70 00

Fax +46 40 607 70 11 info@malmo hotelduxiana com www malmo hoteldux ana com

Organisationsnr 556719 5580 Bankgiro 202 6425 Plusgirokonto 3 11 07 6

BIC (SWIFT adress) NDEASESS IBAN SE3330000000030381704939 Innehar F skat ebev

Trelleborg March 6 2010

We strive to strengthen the DUX ANA brand and apart from the bed and its immed ate add ons

or accessor es the outside vendors represented n DUXIANA stores are carefully and

strateg ca ly selected to correspond w th the overall ph losophy of DUX and DUXIANA

In an e�ort to cont nuously advance the DUX ANA concept and always o�er an exclusive and

attractive selection in our stores we regu arly review our range of external bed inen brands and

other bedding accessories (Myriad Pro Regular 11pt Normal )

DUXIANA uses approved vendors exclusive y (Myriad Pro Bold 11pt, Dux Headline 1 )

For bed linens and other bedding accessories DUXIANA works exclusively with vendors that

have been approved by DUX headquarters in Trelleborg No other outside vendors are allowed

o display or sell products n DUXIANA stores

Since late 2009 we have been rev ewing all outside vendors in all markets and will proceed with

his structuring process in the months ahead This e�ort is aimed at prov ding DUX with better

ontrol thus ensuring that these products harmonize with DUXIANA as a brand but naturally

also to enable the monitoring of factors such as quality adm nistration and ogistics

Best regards

DUX NDUSTRIER AB

Charlotte Ljung

Creative Director


25 69x

30

60

Myriad Pro 11pt


20

12

60


ITC Century Std Book 9.5 pt1.2 line spacing

ITC Century Std Book 9 pt1.2 line spacing


x

x x

57

HotelDUXIANACorrespondenceCardDimensions: 160 x 110 mmPrint color: PMS 425Paper: Uncoated white, 270 gsm

HotelDUXIANABusinessCardDimensions: 90 x 50 mmPrint color: PMS 425Paper: Uncoated white, 270 gsm

HotelDUXIANAEnvelopesC4 Dimensions: 324 x 229 mmPaper: Uncoated white, 100 gsm, preferably with interior light grey tint


Print color: PMS 425

6

13

47

ITC Century Std Book 13 pttracking 50, 4mm space after

ITC Century Std Book 7.5/10 pttracking 30LARS GEORGSSON

Mäster Johansgatan 1, 211 21 Malmö, Tel: +46 (0)40 607 70 00 Fax: +46 (0)40 607 70 11,info@malmo hotelduxiana com, www malmo hotelduxiana com

3

5

28

34

ITC Century Std Book 10 pt, tracking 50

ITC Century Std Book 6.5/9 pt, tracking 30

ITC Century Std Book 6.5/9 pt, tracking 30

Mäster Johansgatan 1 211 21 Malmö Tel: +46 (0)40 607 70 00 Fax: +46 (0)40 607 70 11

info@malmo hotelduxiana com www malmo hotelduxiana com

MONICA GEORGSSON Title


Hotl DUXIANA Mstr Johasgaan 1 211 21 Mamö wden Phone +46 ()40 67 0 0 ino@mlmohoeldxinae

14

13

9

139 46


10

37 96

Hoel DUIANA Mätr Jhangaan 1 211 21 Mamö Sween Phne + (040 67 0 00 no@mlmohoeduxanae

stationary and correspondence material cont.

58

notes

Documents

OFFICIAL GRAPHIC STANDARDS manual Graphic Profile.pdfThe DUX Graphic Standards Manual is a document that unifies all brands affiliated with DUX. While all DUX brand extensions have